For way too long the umbrella has been undervalued as a classic style icon. Think Gene Kelly in “Singing in the Rain”, Diana Rigg in “The Avengers”, Audrey Hepburn in “My Fair Lady”. Sensing that this icon has been misrepresented and misunderstood, British based umbrella company JOI is rehabilitating that timeless classic of British design for the 21st century.
“Every umbrella I saw on the street looked boring, always black or grey. Sometimes I’d see a design, but it was usually a logo and on the outside. I thought there was nothing for the most important person; the one under the umbrella. It just didn’t make sense.” Hamish Duncan, JOI Founder
JOI is born out of the idea that timeless products can always be rediscovered in new and interesting ways. By incorporating contemporary artwork and new, bolder colors, the traditional umbrella is injected with new life, awakes senses and finishes your outfit as well as provides a practical solution for everyday life.
The featured artists of the current collection are German Stefan Marx and British Jethro Haynes. Both artists are popular and well-known in the streetart/streetwear scene and developed two great models together with JOI.
Although I am a woman, the bold colors of Jetho Haynes “Lundy” umbrella doesn´t seem to fit my style. But still, I am very much into it, especially the idea of adding tassels enjoys me deeply. Stefan Marx - mhhh..can´t hide, I am a huge fan of his artwork that is rich in detail, playful, humorous and still intelligent, and it goes without saying that -although I am also not sooo much into brown and orange - I go for his model.
All JOI umbrellas are available to buy at the JOI website. You can also find them at selected, premium resellers.
Credits: JOI umbrellas, Stefan Marx, Jethro Haynes
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